Connecting Your Community
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The document discusses strategies for connecting communities through a mobile-first approach, emphasizing the importance of local content and community engagement. It highlights revenue opportunities beyond traditional advertising, including direct sales and mobile applications, while addressing the need for media organizations to adapt to digital competition. Additionally, it encourages the use of social media and mobile technology to enhance audience interaction and content delivery.
Connecting Your Community
- 1. Connecting Your CommunitySteve ButtryAudience Development ConferenceMay 21, 2010sbuttry@tbd.com
- 2. Resources for further readingBlueprint for the Complete Community Connection & Mobile-First Strategy on my blog: stevebuttry.wordpress.comtbd.com@stevebuttry on TwitterSlideshare.net/stevebuttry
- 6. Graphic from Reflections of a Newsosaur by Alan Mutter
- 7. Read more in C3 blueprint
- 8. C3’s new relationshipsFor the public: We will be their essential connection to community life — news, information, commerce, social life. Like many Internet users turn first to Google, your community should turn first to C3, whatever the need.
- 9. C3’s new relationshipsFor businesses: We will be their essential connection to customers, often making the sale and collecting the money.
- 10. Our current relationshipwith business customersHuge expense line in budgetLots of inefficiencyAd rates droppingAd revenues droppingLots of digital competition
- 11. C3’s revenue approachMove beyond advertisingDirect sales (tickets, reservations, gift registries, gift certificates)Lead generation & targeted adsSponsorships, memberships & eventsMobile ads & applicationsHandle multiple needs (yes, competing ads)
- 12. The C3 relationshipwith business partnersRevenue line in budget (expense line, too)Delivering high value, tailored to needsOne-stop shop for connecting with customers
- 14. DrivingHow often do you buy a car?How often do you drive, gas up, service car?Databases, conversations, services focused on drivers’ everyday needs
- 17. DrivingHow often do you buy a car?How often do you drive, gas up, service car?Databases, conversations, services focused on drivers’ everyday needsConnect auto services with drivers (emergency repair services)
- 20. Personal contentBirthsYouth milestonesSchoolGraduationCollege lifeMilitary serviceWeddingsParenthoodDivorceJobs, pets, holidays, food, interests, healthIllnessEmpty nestersRetirementReunionsObituaries
- 22. GraduationMany newspapers gather mugs, names anyway for graduation sectionLaunch page for each graduateSenior, family fill in stories, photos, videosGift registryFill in school, target ads appearFill in career, sign up for email, text alerts
- 23. EntertainmentTraditional entertainment in digital formEntertainment newsUser-generated entertainment, eventsGames
- 24. Business servicesDirect salesLocal searchCommunication & marketing services
- 25. Enriched news contentWhat’s happening now (Twitter, liveblogging, real-time video, traffic, scanners, live-streaming)Community engagement in news, enterprise, sports coverageStorytelling (narrative, multimedia, interactive, games)Aggregation, curation
- 29. What’s your social media strategy?
- 32. Mobile-first strategyText messagesEmailApplicationsTweets, check-ins, other social mediaLocation-based news, info & commerceEasy-to-use mobile web sitesDevice-flexible (not device-agnostic)
- 33. A mobile-first projectCommunity going to distant eventTwitter hashtagPhoto contestsText alertsLiveblogMapShort code Video of synchronized photos
- 34. Local ad sales
- 35. Mobile coupons to restaurants, bars
- 36. Collaborate w/ media in host cityMobile-first strategyExecutives emphasize mobile priorityJournalists focus on mobile news & info delivery & presentationTech staff focuses on mobile appsDesigners focus on mobile designSales staff meets business customers’ mobile needs
- 37. What can you do?Use Twitter on your phone. A lot.Use Foursquare (don’t sync w/ Twitter) & check in regularly (yeah, become a mayor).Use several apps (including yours) on your phone.Lead company planning of mobile-first strategy.Appoint & empower mobile leader.
- 38. In meetings next week …Plan mobile-first coverage of an event.Plan mobile-first service for business customer.In routine planning meetings, ask about hashtags, maps, short codes, Ushahidi.Change a weekly or daily planning meeting to a mobile planning meeting.
- 40. blogger networkLinks to blogger members on their sitesWe’ll feature their content, drive traffic to their blogsWe’ll sell ads on their sites, share revenueStaff also provides contentWorkshops, events for bloggers
- 41. content approachTop 10%, bottom 10%Heavy geotaggingStaff content on most useful topicsBlogger networkAggregate content from anywhereHeavy social media useCover stories as they unfold
- 42. community engagementContent from community (blogs, comments, chats, one-time submissions)Converse with communityUse social media for gathering content, crowdsourcing, conversation, linkingEngage with mobile community
- 43. Questions?Ask questions now, by email (sbuttry@tbd.com) or DM (@stevebuttry)
- 44. Resources for further readingBlueprint for the Complete Community Connection & Mobile-First Strategy on my blog: stevebuttry.wordpress.comtbd.com@stevebuttry on TwitterSlideshare.net/stevebuttry
- 45. When did your organization excel in the face of huge obstacles?
- 56. Transformation is your big storyDon’t let obstacles become excuses
Editor's Notes
- #4: I’ll start out by talking about how the big news in my life in recent years – a new granddaughter, a nephew’s illness and death, a son’s wedding – are the kinds of events that newspapers either ignore or cover in a formulaic fashion that doesn’t reflect the meaning or magnitude of the situation to the people involved.
- #5: I’ll discuss my own experience with CaringBridge during my nephew’s illness and discuss how the concept of big news in small circles can open important opportunities in personal news.
- #8: I’ll tell participants they can read the full C3 blueprint (38 pages as a pdf) on my blog
- #16: We’ll discuss the C3 approach to a driving service, noting that some news organizations are starting, but still thinking like newspapers.
- #19: I’ll note that the driving service presents great opportunities to help drivers and businesses that serve drivers. But national players are already moving into this space.
- #27: I’ll discuss how Twitter and other social media are helping meet people’s needs for news and business and news companies need to catch up quickly.
- #30: I’ll make the point that as people spend more time with social media, news organizations need to learn how to use social media in a variety of ways to cover the news and to serve business customers.
- #31: I’ll tell the editors they can read the full Mobile-First Strategy on my blog
- #42: I’ll encourage questions during the webinar, but will also field them, time-permitting, at the end.
- #44: We’ll close with a discussion of how news organizations excel in the face of obstacles, sharing briefly the story of how the Gazette staff responded to the 2008 flood in Cedar Rapids, iowa.
- #45: I’ll talk briefly about the Cedar Rapids flood and how our organization succeeded in the face of amazing obstacles. I’ll end by noting that we need to take the same no-excuses approach to innovation that we take to big news stories.
- #55: I’ll close by making the point that our response to innovation needs to be as resourceful, persistent and determined as our response to a big story.